How to Repurpose Influencer Live Streams for Ongoing Campaigns

In today’s digital age, influencer marketing has evolved from a trend to a cornerstone of many brands’ digital strategies. One of the most engaging and authentic ways influencers connect with their audiences is through live streaming. Whether it’s on Instagram Live, TikTok, Facebook Live, or YouTube, live streams offer a real-time connection with followers, creating opportunities for deep engagement. But once a live stream ends, what happens to that valuable content?

Repurposing influencer live streams for ongoing campaigns can extend the lifespan of your investment, amplify brand awareness, and create evergreen content for continuous engagement. This guide will break down how brands can efficiently repurpose influencer live streams, enhancing their marketing efforts beyond the live broadcast itself.

1. Why Repurposing Live Streams is Valuable

Live streaming offers a raw, unfiltered connection between influencers and their audience. These sessions often generate high engagement levels, with followers commenting, asking questions, and participating in real-time conversations. The authenticity of live content has become one of its biggest selling points. However, once the session is over, the valuable content can be easily forgotten unless brands take proactive steps to repurpose it.

Repurposing influencer live streams allows brands to:

Extend Content Lifespan: Live streams are fleeting. Once the broadcast ends, the content is often lost or buried. Repurposing helps make the content last longer by turning it into something shareable or reusable in different formats.
Increase Reach: Live streams often get high initial engagement, but they typically miss out on reaching wider audiences because not everyone can attend a live session. Repurposing live streams ensures that the content continues to engage new and existing followers on other platforms.
Improve ROI: By repurposing the live stream, brands get more out of their investment in influencer partnerships. The content that was created in the live session can be leveraged in multiple campaigns over an extended period, increasing the overall return on investment.
Create Evergreen Content: Not all live streams need to be tied to a single campaign or product launch. By turning live stream content into evergreen assets, you ensure that it remains valuable and relevant, even after the campaign has ended.

2. Strategies for Repurposing Influencer Live Streams

There are numerous ways to repurpose influencer live streams for ongoing campaigns, depending on your goals, target audience, and platforms. Below are several strategies for extracting maximum value from live stream content.

a. Edit and Break Up the Live Stream into Bite-Sized Content

Not all live streams will be suitable for resharing in their entirety. Depending on the length of the broadcast, it may be beneficial to cut it into smaller, more digestible pieces that focus on specific topics or segments.

Clips for Social Media: Take the best moments from the live stream—whether it’s a product demonstration, Q&A, behind-the-scenes look, or an engaging conversation—and turn them into 15- to 60-second clips. These can then be shared on platforms like Instagram Stories, TikTok, Facebook, and Twitter.
Create Multiple Formats: Use video editing software to create different versions of these clips: horizontal versions for YouTube or Facebook, vertical versions for Instagram or TikTok, and square versions for Instagram feeds. By tailoring the content to different formats, you maximize its potential for distribution.
Highlight Key Messages: If the live stream was educational or promotional, focus on distilling the key messages. You can highlight a product feature, influencer insights, or customer testimonials from the live broadcast and present them in a concise, appealing format.

b. Turn Live Stream Content into Long-Form Blog Posts or Articles

Another effective way to repurpose a live stream is by using the content to create written blog posts or articles. During a live session, influencers often provide valuable insights, answer questions, and tell stories that can be translated into informative, engaging blog posts.

Create Transcriptions: Use transcription tools to convert the audio from the live stream into text. From there, you can craft a blog post or article by editing the transcription to remove filler words and improve flow.
Create “How-To” Guides or Tutorials: If the live stream focused on teaching your audience how to use a product or service, turn that segment into a step-by-step guide. This helps people who may have missed the live stream to get value from the content in a different format.
Incorporate Quotes and Highlights: Select impactful quotes or takeaways from the live stream, and incorporate them into written content. This adds more depth to blog posts while helping the content resonate with people who prefer reading over watching videos.

c. Repurpose as an Email Campaign

Email marketing remains one of the most effective ways to reach and engage customers, and repurposing live streams into email content can be a highly successful tactic.

Create Email Series: If the live stream covered multiple topics, each of those topics can be expanded upon and turned into a series of email newsletters. These can provide your subscribers with valuable insights and direct them to other content, like your website or social media.
Use Segmentation: Tailor email campaigns based on your subscribers’ interests. For example, if an influencer answered specific questions about a product during the live stream, you can send targeted emails to customers who have shown interest in that product.
Promote Upcoming Streams: If the influencer plans to do more live streams in the future, create email reminders or teasers that drive anticipation. This can increase attendance for future live events and keep the conversation alive.

d. Leverage Social Media Posts and Stories

The content shared in a live stream doesn’t have to be limited to the broadcast itself. You can repurpose it across your social media platforms to keep engagement high.

Share Behind-the-Scenes Content: Influencers often share behind-the-scenes content during live streams, which can be compelling for audiences. You can share these moments across your own brand’s social channels, giving followers a sneak peek into the influencer’s experience and making them feel more connected to the brand.
Create Polls or Quizzes: If an influencer discusses certain aspects of your brand during a live stream, use that information to create polls, quizzes, or other interactive content on Instagram Stories, Facebook, or Twitter. For instance, ask followers questions related to product preferences or their thoughts on topics discussed during the live session.
Cross-Promote on Different Platforms: Repurpose live stream content across your other platforms. For example, if the live stream was on Instagram Live, share clips or highlights on Facebook, Twitter, or even Pinterest (with an image link to the video). The more places you can post content, the better chance you have to engage your audience.

e. Create Customer Testimonial or Case Study Videos

If the live stream involved testimonials, product reviews, or even success stories, these can be turned into powerful customer testimonial videos or case studies for your ongoing marketing campaigns.

Extract Positive Feedback: Take the most enthusiastic or compelling feedback from the live stream and create short, shareable videos. These can be used on social media, in digital ads, or as part of your brand’s website content.
Incorporate Visuals: Use visuals from the live stream, such as screenshots, footage of the influencer using the product, or customer comments, to enhance these testimonial videos. Visual elements help boost engagement and make the content feel more relatable.

f. Leverage UGC (User-Generated Content)

Live streams can also act as a catalyst for user-generated content. Encourage your influencer or their followers to create their own content based on the live session.

Encourage Followers to Participate: During the live session, ask viewers to submit questions, share their own experiences, or post photos/videos using your product. Afterward, repost or curate the best UGC as part of your ongoing campaign. UGC is highly effective at building brand trust and fostering community.
Hashtag Campaigns: If the live stream includes a challenge or call-to-action, encourage followers to use a specific hashtag to create more buzz around your campaign. Monitor these hashtags and showcase the best UGC in future posts, stories, or even in paid ads.

g. Integrate Live Stream Highlights into Paid Ad Campaigns

Once you’ve edited down live stream content into bite-sized clips or testimonials, these can be used as part of your paid advertising campaigns.

Testimonial Ads: Use influencer testimonials from the live stream in Facebook or Instagram Ads, especially if the influencer’s endorsement of your product resonates with your target audience.
Product Demos or Tutorials: If the influencer demonstrated how to use your product, these clips can be turned into shoppable ads on platforms like Instagram and Facebook.
Boost Engagement: Run paid ad campaigns promoting your best-performing live stream clips. You can target new audiences or retarget people who have engaged with your brand previously, ensuring that you’re leveraging the full power of paid reach.

3. Tools for Efficient Repurposing

To streamline the repurposing process, there are various tools and platforms you can use to maximize efficiency and ensure high-quality results:

Video Editing Software: Tools like Adobe Premiere Pro, Final Cut Pro, or simpler platforms like InShot and Kapwing allow you to easily edit long live streams into shorter, more shareable content. You can add captions, transitions, and branding to ensure the videos align with your campaign.
Transcription Tools: Platforms like Rev, Otter.ai, or Sonix can help you quickly transcribe live stream content into text that you can turn into blog posts, email content, or social media captions.
Social Media Scheduling Tools: Tools like Hootsuite, Buffer, and Sprout Social can help schedule and track your repurposed live stream content across multiple platforms, ensuring a consistent and timely rollout.
Analytics Tools: Use platforms like Google Analytics, Facebook Insights, and Instagram Analytics to track how repurposed live stream content is performing. Monitor engagement metrics such as views, comments, shares, and click-through rates to see what resonates with your audience.

4. Best Practices for Repurposing Influencer Live Streams

While the strategies mentioned above can help you repurpose influencer live streams effectively, there are a few best practices to follow for ensuring success:

Stay Authentic: Authenticity is one of the main reasons why live streams work so well for influencer marketing. When repurposing content, ensure that the authenticity of the original session is maintained. Don’t over-edit or script the content in a way that takes away from the genuine connection the influencer has with their audience.
Cross-Promote: Once you’ve repurposed content, make sure to cross-promote across different channels. For example, if you turn a live stream into a blog post, share that blog post on social media and email. Use every channel at your disposal to get the most exposure.
Track and Adjust: Monitor the performance of repurposed content and adjust your approach as needed. Look for patterns in what works and use those insights to refine future content repurposing efforts.
Engage With the Audience: Once you’ve repurposed content and shared it, actively engage with your audience. Respond to comments, ask for feedback, and encourage interaction. This will keep the momentum going and increase the reach and effectiveness of your repurposed live stream content.

Conclusion

Repurposing influencer live streams is an invaluable strategy for extending the reach and impact of your marketing campaigns. By editing live stream content into smaller segments, turning it into written content, or sharing it across multiple platforms, brands can continue to engage their audience long after the live session has ended. With the right tools and strategies, repurposing can increase ROI, improve brand visibility, and keep your messaging fresh and relevant. Embrace this tactic to maximize the power of live streaming and ensure your influencer marketing efforts continue to deliver results.